Community activists and elected officials from north Jacksonville rally to prevent future disturbances, like the one that occurred Christmas night at River City Marketplace.

Credit Kevin Meerschaert / WJCT

In the wake of the Christmas melee outside the movie theater at River City Marketplace, some community leaders are launching an initiative they hope will prevent such occurrences in the future.

The "Say No to Disrespect" initiative includes a web site and a listening tour to hear the concerns of young people in Jacksonville. They also want to involve parents to get them more active in the community.

Jacksonville school board member Paula Wright says they don't want to focus on the Christmas night fight.

"We're looking for ways to train leaders," she said. "To help them understand that fun can sometimes lead to different scenarios."

As many as 750 people were reportedly involved in the melee at the movie theater. More than 60 police officers responded after a group of teenagers attempted to rush past ticket takers.